Run an A/B test

An A/B test sends two versions of the same campaign. Half of your audience gets version A, the other half version B. The report then shows which one worked better.

Why it helps

• You learn what your audience responds to instead of guessing.
• Each test makes the next campaign stronger.
• The split is fair: every mailbox provider is divided evenly and both versions go out at the same time.

Choose what to test

You test one thing at a time.

• Subject line: two subject lines and preview texts, one design. MailGraf compares opens.
• Content: one subject line, two designs. MailGraf compares clicks.

Turn on the test

1. Open Campaign settings

   In the campaign wizard, click the settings icon at the top right.

2. Turn on Run an A/B test

   A/B tests are included in the Pro plan and above.

3. Choose Subject line or Content

   The campaign now carries an A/B TEST · SUBJECT or A/B TEST · CONTENT chip, so you always know what you are testing.

Set up a subject line test

1. Go to the Setup step

   Enter the Subject and Preview text for version A as usual.

2. Fill in the Version B box

   Write a different subject line and preview text.

3. Check the inbox preview

   Gmail, Outlook and Apple Mail show both versions one under the other.

Set up a content test

1. Go to the Design step

   Choose Version A above the design card and create your design.

2. Choose Version B

   Click Copy from A to start from the same design, or click Change template.

3. Click Edit design

   Change what you want to test, for example the headline or the button.

4. Click Show comparison

   You find it under Content tools. Both designs open side by side.

Test and send

1. Click Send a test email

   Under Send as, choose Version A, Version B or Both.

2. Check the Audience step

   The A/B split card shows how many contacts get each version.

3. Open Review & Send

   Both versions are listed. If version B is missing something, the checks tell you, for example Add a design for version B.

4. Send the campaign

   Every recipient gets one version only.

Read the result

1. Open the report

   On the Campaigns page, click the name of the sent campaign.

2. Open the A/B test tab

   The card at the top shows which version is ahead and by how many points.

3. Read the line under it

   Enough data to trust this result. means you can rely on the winner. Otherwise treat the result as a hint.

4. Compare the details

   The table shows sent, opens, clicks, bounces, unsubscribes and complaints for each version. Version A and B over time shows how the two versions moved.

On the Click map, Technology and Locations tabs, use Version details to look at All, A or B. On a contact's profile, the campaign shows an A or B chip.